14 DAY TRIAL // According to a J.D. Power and Associates 2009 survey, wireless carrier stores provide smartphone customers with a much more satisfying retail experience compared to users of traditional models. This semi-annual survey, which has been running for six years, gathers and analyzes evaluations provided by customers with a recent in-store sale experience. Reports reached the conclusion that customer satisfaction with some of the major stores is based on only four factors: sales staff (49%); price and promotion (27%); store facility (14%); and display (10%).
The results of the survey point to the fact that smartphone owners are more satisfied than traditional wireless handset owners with their retail experience the difference being at an average of 15 index points (on a 1,000-point scale). Despite the fact that smartphone users spend more when acquiring their device and also pay around $23 more per month for the services, they seem to be more satisfied with price and promotion compared to traditional handset users.
Kirk Parsons, the senior director of wireless services at J.D. Power and Associates, said, ”In such a competitive landscape and with pressure to increase the share of customers using smartphones, wireless carriers have continued to provide their customers with appealing promotional offerings such as rebates on equipment and discounted unlimited service. […] As customers continue to take advantage of these incentives, it is critical for wireless retailers to be knowledgeable about smartphone models and service plans options available and to display a high level of courtesy during the sales process to ensure satisfaction levels continue to improve.”
Results show that, based on the four factors considered decisive regarding customer satisfaction, the top three major wireless carrier stores are T-Mobile with a score of 729, Alltel with 721 and Verizon Wireless with 714. An important component in the overall customer satisfaction level is the sales staff, which can greatly influence the in-store sale experience. Studies show that the satisfaction level can drop with as much as 139 index points, if, for example, the salesperson fails to give detailed instructions on how to operate a phone.
"Sales representatives are not just allowing customers to wait idle in the store - instead, they're showing smartphone users how to best utilize advanced feature sets and optimize the wireless experience on their particular phone," Parsons said. "It is critical that salespeople fulfill the basic needs of customers during every visit, but it is increasingly important for representatives to add value to the retail experience. If the representative can optimize the customer's service plan in any way or inform them of new options or available features, the customer will leave with greater loyalty to the retailer and be more likely to return."
Another interesting report shows that customers who feel pressured during the sale process will have a 20 percent lower satisfaction level, the score dropping from an average of 738 index points to 616. The J.D. Power and Associates 2009 survey was based on the reports of 8,637 customers who completed a retail sales transaction in the last six months.
More details on the survey can be found here.